> For the complete documentation index, see [llms.txt](https://help.branch.io/llms.txt).

# Attribution (New)

> Configure Branch's Attribution page to track user sessions and conversion events with advanced features like PAM and SEO App Attribution.

## Overview

The Attribution page is where you configure how Branch attributes user sessions, tracks organic traffic, and measures conversion events.

Use this page to manage:

- [Predictive Aggregate Measurement (PAM)](https://help.branch.io/marketer-hub/category/predictive-aggregate-measurement.md)
- [SEO and AIO App Attribution](https://help.branch.io/marketer-hub/seo-app-attribution.md)
- [Attribution windows](https://help.branch.io/account-hub/attribution-windows.md)

You can access this page by navigating to **Configuration >** [**Attribution**](https://branchdocs.app.link/attribution) in Branch. To open this page, you need **Edit** access to **App-level Settings**. When SKAN is turned on for your account, the page also has a **SKAN** tab, and the settings in this article are on the **Attribution Windows** tab.

> **Attention**
>
> Branch's new experience is rolling out in phases, so your interface may differ. This article covers the Attribution page in the new experience. To learn more, see [New Branch Overview](https://help.branch.io/account-hub/new-branch-overview.md).

## Configure settings

The Attribution page includes the following configuration options:

### PAM

Predictive Aggregate Measurement (PAM) is Branch's attribution modeling solution designed to expand mobile attribution coverage. While solutions like SKAdNetwork (SKAN) provide some measurement, they're highly limited. PAM unlocks additional insights for users who would otherwise only show up in aggregated reports or be marked as `Unattributed` entirely. PAM can be leveraged alongside SKAN and AdAttributionKit.

When PAM is available for your account, the Attribution page has a PAM section. Toggle the **PAM switch** in that section to start using PAM.

For detailed information about PAM, visit the [PAM Overview](https://help.branch.io/marketer-hub/predictive-aggregate-measurement.md) and [PAM Data Reference](https://help.branch.io/marketer-hub/predictive-aggregate-measurement-data-reference.md) articles.

### SEO and AIO

SEO App Attribution tracks and attributes organic traffic from search engines. When users arrive from Google, Bing, Yahoo, or [other search engines](https://help.branch.io/marketer-hub/seo-app-attribution.md#channel), Branch identifies the source and attributes the session with `~feature` set to `organic search` and `~channel` set to the search engine's name.

AIO App Attribution tracks and attributes organic traffic from AI chat agents. When users arrive from ChatGPT, Claude, Gemini, Copilot, or Perplexity, Branch identifies the source and attributes the session with `~feature` set to `organic chat agent` and `~channel` set to the chat agent's name.

These settings are in the **SEO** section, which appears only when SEO App Attribution is turned on for your account. In the **Type to add Search Engine Result Page (SERP) Domains** field, list each web domain you want to enable SEO and AIO App Attribution for. Enter each hostname exactly, without `https://` in front of it. For example, `www.branch.io` is a valid entry. Wildcard characters aren't supported. An entry like `branch.io` doesn't cover its subdomains, so add each hostname your pages use.

Before you can use SEO and AIO App Attribution, your development team must implement the Branch SDK and configure Universal Links and App Links. See the [SEO and AIO implementation documentation](https://help.branch.io/developer-hub/seo-aio-implementation.md) for technical setup details.

For more information about SEO and AIO App Attribution, including analytics and troubleshooting, visit the general [SEO and AIO App Attribution documentation](https://help.branch.io/marketer-hub/seo-app-attribution.md).

### Attribution windows

Attribution windows define the time periods during which Branch can attribute conversion events back to a specific touch point (click or impression). These windows control the maximum time allowed between a user's interaction with your marketing and the resulting downstream event.

The **Attribution Windows** section of the Attribution page displays a table with the following attribution types:

| Attribution type | Description |
| --- | --- |
| `click to start session` | Time between a click and an open or web session start (default: 1 day) |
| `click to install` | Time between a click and an install or reinstall (default: 7 days) |
| `click to conversion event` | Time between a click and a conversion event. Conversion events include [Commerce Events](https://help.branch.io/developer-hub/track-branch-events.md#track-commerce-events) (e.g. `purchase`, `add_to_cart`), all [Custom Events](https://help.branch.io/developer-hub/track-branch-events.md#custom-events), and all [view-based Branch Events](https://help.branch.io/developer-hub/branch-event-ontology.md) like `pageview` (default: 30 days) |
| `impression to start session` | Time between an ad `impression` and an `open` or `web_session_start` (default: 1 day) |
| `impression to install` | Time between an ad `impression` and an `install` or `reinstall` (default: 1 day) |
| `impression to conversion event` | Time between an ad `impression` and a conversion event (default: 7 days) |
| `deep linking duration` | Maximum time between a `click` and a user being deep linked (default: 120 minutes) |
| `re-engagement inactivity` | Defines the period between two events that a user must be inactive to define the later event as a re-engagement (default: 7 days) |
| `household measurement window` | Time between a household device's ad engagement and an `install`, `open`, or `web_session_start` (default: 2 days) |

The `household measurement window` row appears only when household measurement is turned on for your account.

![Flowchart illustrating re-engagement activity and conversion over 30 days timeline.](https://help.branch.io/img/Frame-1171278347.png)

#### Adjust attribution windows

To adjust your attribution windows, select the window value you want to change in the table and enter your desired value. Each attribution type has its own range:

- Click windows can be from 0 to 90 days.
- Impression windows can be from 0 to 7 days.
- The deep linking duration can be from 0 to 1,440 minutes (24 hours).
- The re-engagement inactivity window can be from 0 to 90 days.
- The household measurement window can be 1, 2, or 3 days.

> **Note**
>
> Changes to attribution windows settings apply to future attributions only. Allow several minutes for changes to persist through Branch's system.

For more detailed information about attribution windows, including organization and app-level inheritance, visit the [Attribution Windows documentation](https://help.branch.io/account-hub/attribution-windows.md).

#### Important notes

Reference the following notes when adjusting your attribution windows:

- `deep linking duration` includes anyone clicking a Branch Link or being automatically redirected to the app through a Branch Web SDK call. This setting also covers the maximum length of time allowed for probabilistic modeling. Hence changing this value will also change the length of time allowed to use probabilistic modeling for attribution.
- `click to ...` attribution types refer to events that occur after someone clicks a Branch Link.

  - For example, if someone clicks and installs from a Branch Link, and comes back 10 days later to purchase (assuming `click to conversion event` window is set to greater than 10 days), Branch would count that as an attributed conversion.
- `impression to ...` attribution types refer to events that occur after someone views a [Branch Impression Tracking Link](https://help.branch.io/marketer-hub/ads-advanced-configuration.md#view-through-attribution-vta-with-impression-pixels).
- `re-engagement inactivity` is used in re-engagement cohort analysis but not activity analysis.

## Save changes

After making any changes to your attribution settings, select the **Save Changes** button at the top of the page to apply your updates.

> **Caution**
>
> Changes to attribution settings can significantly impact how Branch attributes user sessions and conversion events. Review your changes carefully before saving.